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The CMO’s Periodic Table: A Renegade’s Guide to Marketing by Drew Neisser

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II. Internal Elements

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A hard truth every ambitious marketer learns eventually is that creativity only gets you so far on your quest for the CMO’s chair. For an organization to entrust you with the top marketing job, you need to prove—every single day—that you possess a certain skill set rooted in a different garden from the one that produces innovative campaign ideas.

The word “Leadership” is serviceable shorthand for this skill set, but there’s much more to the picture. Marketers destined for the C-suite know how to get the troops excited to charge into battle. They know how to respond to internal changes without getting flustered. They know ...

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